Marketing data cleaning module

Approach, scope, pricing, and results

Data cleansing module: our approach

It is estimated that up to 25% of marketing data expires annually. In other words, approximately one-quarter of your marketing database becomes useless every year. According to IBM, poor data quality costs up to 3.1 trillion dollars per year. The more data at your fingertips as a marketer, CEO or marketing manager, the more it pays to care about the data quality.

The biggest challenge with data management is that data is subject to decay, or a reduction in quality over time. The decay rate is estimated to be at 2.5% monthly. In other words, no matter how good the data is upon acquisition, be it through Facebook Lead Ads or landing pages or other sources, it’s decaying by the day. People change jobs, companies get acquired, and life happens in hundreds other ways. What good is the data that doesn’t fully reflect the reality?

The quality of your marketing data has a direct impact on the performance of your marketing engine. Lack of a strong data cleaning processes results in a deterioration of the marketing and sales results over time. Remarketing audiences full of outdated contacts waste marketing budgets. Irrelevant sales outreach or follow-ups to leads who are no longer employed at an original account negatively influence your brand. With low-quality data, it’s virtually impossible to conduct personalised marketing messaging. The messages feel spammy to your customers. There’s no context, and hence no chance for engagement. All of these factors have a negative impact on the Customer Acquisition Cost (CAC). In general, data follows the rule of “garbage in, garbage out”.

In 2020, it’s imperative to upgrade your marketing growth engine with a data cleaning module. It ensures that no part of your marketing budget is wasted, and that metrics aren’t deteriorating due to data quality issues.

At Datomni, we can help you create a strong data cleaning module. Our approach to this problem is that the earlier in the lead lifecycle the lead data is cleaned and upgraded, the better. By reverse, once the lead is already in the database, or worse yet, has been process by marketing or sales team, the harder and the more expensive it gets for the data quality to be improved.

In specific, we set up an automated process that helps ensure high quality of marketing data with data cleansing, validation and verification. First, the engine checks all incoming leads from all your lead generation sources across multiple criteria and filters out unwanted or spam data. Second, it resolves mistakes, duplicates, incompletes, and inaccuracies. Third, it transforms and formats data in a proper way. Finally, it loads the clean data into the CRM of your choice. Think of this system as a microservice or a guard whose job is to make sure the only “golden customer records” are allowed in your marketing system. Learn the details of this marketing service below.

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Get your data cleaning module ready in 2 (essential scope) or 3 months (complete scope)

Service scopes and pricing

In this service, we begin by mapping all incoming data flows (sources of lead data, e.g. lead forms). We correct form input field types. We implement automated data autocorrection and validation tools that turn faulty user inputs into well-formatted and clean data or inform users to enter the data in a proper way. We clean the marketing database and implement consent checks. Finally, we integrate all forms with your CRM. Take a look at the two possible scopes for this service: essential and complete. Essential scope works best for smaller companies and startups. The larger the marketing budget, the more sensible it is to choose the complete scope and waste less of your future marketing budget on inaccurate and mistaken data. Notice that both scopes vary significantly in terms of delivery time.

Essential

1 month

For small companies and startups

3500flat fee

  • Mapping of all incoming data flows (inc. website forms, lead forms, offline etc.)
  • Marketing database schema setup or review (data fields, types, formatting etc.)
  • Correction of all lead forms’ input data fields, types, and formatting (per schema)
  • User input autocorrection in all lead sources: formatting and spelling correction of e-mail, name, telephone numer, company name, and address
  • Marketing database cleaning. Data deduplication. Conflict resolution. Incomplete data fillings

Complete

2 months

For big and fast-growth companies

5000flat fee

  • Mapping of all incoming data flows (inc. website forms, lead forms, offline etc.)
  • Marketing database schema setup or review (data fields, types, formatting etc.)
  • Correction of all lead forms’ input data fields, types, and formatting (per schema)
  • User input autocorrection in all lead sources: formatting and spelling correction of e-mail, name, telephone numer, company name, and address
  • Marketing database cleaning. Data deduplication. Conflict resolution. Incomplete data fillings
  • Instant data validation of user input in all website and app forms
  • Legally compliant user consent checkboxes in forms (GDPR for EU customers). Integrating online forms with CRM.

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Strategy services

See the details in the marketing strategy PDF outline
See the details in the marketing audit PDF outline

Automation services

Campaign services

Other services

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Service fee

We'll start working up to two days after we receive your submission.

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How we consult

In consulting services, we're guided by three principles.

14-day Iterations

To keep things in order, we work in 14-day sprints. Each sprint has a clear deliverables in line with the service scope.

Weekly updates

Short e-mail or a quick call help you stay updated with the progress.

Clear metrics

We set metric goals and track our progress towards them.

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The purpose of our consulting work

In consulting, we're inspired to help you build a marketing growth engine. We define growth engine as a set of highly automated marketing processes that deliver qualified leads in a predictable manner. You can hire us to build the growth engine from grounds up, audit or optimise the specific components of your current engine. Data cleaning module is a very important of high performance growth engines, because they narrow the focus of your team. Learn more about our consulting work.

In particular, we offer marketing consulting services across strategy, automation, campaigns.

Quality first

We specialise is building marketing systems that help you generate highly engaged and qualified leads. If you're not ready for consulting, consider working with us on the cost-per-lead basis. We use an authored algorithm for instant quote of the cost of a specific lead profile. We only charge for leads that match your profile and pass quality control. We use 3 steps and 8 tools to ensure high lead quality. Take a look.

Grow with us

Acquiring a lead and acquiring a qualified lead with correct data are two completely different stories. Qualification and data correctness criteria can increase CPL by 300-400% and turn your marketing metrics like ROI or ROAS upside down. It may be hard, but it's necessary, because it exposes truth and helps you adapt and optimise your campaigns. Developing a proper data cleaning module is the key step in making this happen. Since the cost of data cleaning increase with each additional data processing step (sales contact, marketing newsletter, etc.), the best way to ensure high quality data is to clean the data to the maximum once upon acquisition, which typically happens via various lead forms. We've deployed data cleaning modules for SaaS companies. As a result of high quality data, we've managed to provide thousands of engaged leads to our clients and helped them scale in a predictable manner. The chart below shows an actual leadcount growth strictly from our low-level campaign activities and high-level strategies. Take a look at our case studies and success stories.

Client Testimonials

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